Recently in Surveys Category

From: Zipcar
Subject Line: Zipcar Satisfaction Survey
Date: Monday, August 22, 2011

From: Decipher Research
Subject Line: Virgin America invites you to share your thoughts about your recent flight!
Date: Wednesday, August 17, 2011

From: Decipher Research
Subject Line: REMINDER: Virgin America invites you to share your thoughts about your recent flight!
Date: Monday, August 22, 2011

While I appreciate the idea behind Customer Survey emails, I find myself annoyed when I receive them if they aren't well-executed. These two examples from Virgin and Zipcar recently came to my inbox, and while they are both super-simple in execution (plain text and HTML light respectively), the tones are very different from each other, and only the Zipcar email compelled me to follow through. (For professional purposes I actually attempted both surveys, but more on that later)

The email on Virgin's behalf sent by Decipher Research could take a few lessons from the Zipcar email.

• The sender: Zipcar's email was sent by Zipcar vs. Virgin's email was sent by a 3rd party, which feels slightly off-putting to me. I know, trust and respect Virgin as a brand, but previously knew nothing about Decipher Research... and the email was signed off by "Hall & Partners, research partner of Virgin America". Again, I don't know them. (For the record, I am a huge fan of Virgin's regular email program)
  
• The subject lines: Zipcar Satisfaction Survey vs. Virgin America invites you... Zipcar's is short and very to the point. Virgin's is longer than it needs to be, and by using the the word "invites", I got my hopes up that there might be some sort of offer or incentive. Also the REMINDER in all caps for the second send bothered me... Don't shout at me! Why didn't you take the hint I don't want to complete your survey the first time?!
  
• The greeting: Dear Customer vs, Hi Lyla. I appreciate the personal greeting from Zipcar. 
• The general tone and content: all business for Virgin vs. casual and friendly for Zipcar. Again, the bolding and underlining in the Virgin email seems overly strong.
  

As for the survey itself, my feelings towards the emails carry over to the the overall experience. The Zipcar email requests that I take the "2-minute" survey which links to the Zipcar site. Of their 4 total questions 3 were multiple choice, so it is truly a speedy experience. The Virgin survey claims to be 5 minutes. I won't know for sure how long it would have actually taken for me to fully complete, because I got annoyed with it for not allowing me to skip answers, and having a forceful tone about it. Additionally, the first 10 questions that I did answer before I gave up, were all about information that I assume Virgin would have about me anyways based on my flight bookings.

Both bottom line is, if you are going to ask your customers to take a survey, make sure that you keep it simple, and be cautious with your tone. Ideally, there should be some sort of incentive, such as a driving or flight credit, but at the very least provide your customers with a survey taking experience that is easy and pleasurable.

I'm obsessed with what's new in online marketing. On a regular basis, I check out my favorite brands' email creative and websites (going to shopbop.com is research), and I also participate in online customer surveys.

Generally, online surveys aren't considered a marketer's sexiest vehicle, but they're clearly one of the most insightful. The online survey format has become streamlined over the years, but the hook to complete a survey is getting really stale. How many times have we seen, "Complete this survey for your chance to win__________?"

But this recent survey invite from Hulu caught my eye (click image to view):

 

Why this matters.

 

Through the invite, Hulu makes a viewer feel:

• Effective - I can help make a difference
• Empowered - I have control over the "prize" and future video ads
• Involved - I've become part of the Hulu ecosystem by providing feedback
• Important - I received a message from the Hulu CEO (with contact email)

 

What's in it for Hulu?

 

Engagement. Hulu has:

• Given advertising clients more information about their product, service, messaging, or advertising
• Provided viewers with a better understanding of a particular advertiser
• Reminded viewers they stream video ads for charitable organizations

 

Win (advertisers) + Win (viewers) + Win (non-profits) = Triple Win (Hulu)

 

Now, how are you bringing sexy back to your online surveys?

 

From: INTERMIX Lust List
Subject Line: $150 Gift Card for a Few Minutes of Your Time (In Store Only)
Date: Friday, May 7, 2010 5:03 PM

I was a little bit amazed that INTERMIX offered me $150 to complete a survey! I'm used to "10% off"-type incentives. What do we think: is this a smart investment? How much are your customers' opinions worth?

From: Amazon.com & Netflix Subject Lines: Various Date: Friday, November 6, 2009 - Friday, March 12, 2010 If you're looking to increase user engagement & loyalty, personalization is sure to help. My advice: 1) Get creative. Think about what your subscriber would like to receive rather than what you want to send them. The more you know about your subscriber and use that information to target relevant messages, the more likely you are to hook that customer for the long haul. 2) Start a dialogue. Surveys are a great and easy way to find out what your subscribers are experiencing. If they report problems, work to correct them. 3) Seize the opportunity to add ratings and reviews to your website. They're sure to drive more traffic to your website. A good way to collect reviews: after a subscriber purchases a product, wait a few weeks (to give them time to test the product) and send them a friendly reminder to rate the product. Many people will be happy to share their good or bad experience. Two companies that I've noticed do an awesome job at personalization are Amazon.com and Netflix. Here are just a few examples of great personalization emails that they send: Amazon.com: Lets you to create a gift list for friends/family and sends you reminders when their birthdays are approaching. Allows you to be notified via email when a movie is available for order or pre-order, by request. Suggests product suggestions based on your browsing and order history. Netflix: Sends emails asking you to rate your movies. By rating your movie, Netflix can recommend other movies you might enjoy, based on what other users enjoyed who also liked that movie. And what's really awesome, is that they allow you to rate the movie with one-click in the email itself, simple & time-saving. Notifies you which movie has shipped and when you can expect it. Asks you when you mailed your movie to determine if they are sending/receiving movies in a timely manner according to their policy.

From: Old Navy
Subject Line: Time to Play Favorites
Date: July 31, 2008

In keeping with the theme of this month's Smith-Harmon Loveletter, I want to take a minute to talk about preference centers.

Personalizing the inbox is no longer as easy as just including a Dear Jane as a greeting to your email or adding a name to your subject line. These days if you really want to deliver personalized messages that stand out in the inbox, you have to find out what your customers want. And you do that by building out your preferences center. Find out what interests your subscribers and you'll be better able to deliver the right messages to the right people.

Piperlime includes a banner that's dedicated entirely to preferences in every email. Pretty cool, right? Only problem is that the landing page felt like they were trying to get me to sign up for more Gap Inc. emails vs. finding out what interests me. I was hoping for questions about my age, shoe size, fave colors, sense of style, etc. etc.

Taking a giant leap, Old Navy actually dedicated an entire email to finding out what interests their subscribers. I was excited! Unfortunately their pref center landing page was as sparse as Piperlime's page. When I clicked-through, it simply asked me if I wanted info on Men's, Women's, Plus-Size, etc. clothing. Nothing else. Oh wait, it also asked if I wanted to sign up for more emails from any other Gap Inc. brands. Wish they'd asked me about my favorite colors or personal denim style. Or maybe at least what age bracket I fall in!

It comes down to this: The more you know about your audience, the more you can personalize the message. Check out Sephora's Beauty Insider profile experience to see a really cool pref center in action.

From: Borders
Subject Line:30% Off Coupon for One Minute of Your Time
Date: Monday, August 18, 2008

I must be channeling my late Grandma Nixon: I am a sucker for a coupon. (She actually was more practical - she'd only clip them for things she was going to purchase anyways.) In any event, this was actual enticement for me. Despite the fact that I "hate surveys", I did click through on this, and there were only 4 questions, none of which were too personal. The subject line was spot on as well - normally Borders' Emails are too much visual overload for me and I automatically delete them. :)

From: Daily Candy
Subject Line:DailyCandy SF - Open Water
Date: Tuesday, August 12, 2008

The Brown Cannon 3 Surfboards featured in this Email are beautiful, but the part that caught my eye, was the "SHARE WITH THE CLASS - Take the Daily Candy Survey". Surveys have been fresh on our minds at Smith-Harmon as we've just gone through the process ourselves. Personally I hate doing surveys. I know that in order to receive better service I should participate, but what can I say? I still hate them. I nearly always automatically delete them from my inbox (or throw them away if they come via snailmail). I thought the humor of "Share with the class" was witty enough to entice me. Then I clicked on it... and scrolled and scrolled and scrolled. 45 questions. Pass. :)